A stack of different coloured sprinkle doughnuts

Source: Getty Images / KucherAV

Publication date: Wednesday 14 May 2025

Editorial submissions deadline: Wednesday 16 April 2025

Editorial contact: Amy North, amy.north@wrbm.com

Has the doughnut bubble burst? This feature will explore how the doughnut market has changed over the past few years and what players are doing to keep shoppers coming back for more.

Key topics this feature will explore:

  • How has the doughnut market performed over the past year and why?
  • How is the doughnut market changing with regards to the types and size of businesses operating within it?
  • Which players are winning? What strategies are they employing?
  • Which players are struggling and why is this?
  • What are the top trends playing out in the doughnut market and what are the main influences behind these trends?
  • What are the key flavours, toppings, and fillings to look out for in the future?
  • How are manufacturers, bakers and retailers tapping into the above trends? (Please provide examples if you have them).